Star Dealer
Article Bonnie Fancy
Images from Dealership
MERCEDES-BENZ OF BURLINGTON
This past winter, in January 2015, a new Mercedes dealership opened in Burlington, Massachusetts – Mercedes-Benz of Burlington – owned by Bernie Moreno, who also owns Mercedes-Benz dealerships in Kentucky and Ohio. Moreno held a variety of leadership positions with New England’s largest automotive dealer before opening his first dealership in North Olmsted, Ohio, in 2005. Since then, Bernie Moreno Companies has grown to 21 dealerships that include Mercedes-Benz and Sprinter, Porsche, Aston Martin, Maserati, Lotus, Nissan, Infiniti and others.
The new dealership and all it has to offer is aimed at serving the market west and north of Boston. Management’s goal is to make the dealership a luxury-lifestyle destination, a place to hang out while tending to everything Mercedes-Benz.
Moreno’s company is the largest volume dealer in that central region of the East Coast. The dealership’s vision statement is “to be recognized as a place of delight where engaged team members take ownership of our client’s experience, regardless of their role, with the goal of creating positive memories.” Staff members follow the Ten Commandments of the Bernie Moreno Company. Commandment No. 1 is “Thou shalt have fun.”
Other service measures include the guarantee that a car will be serviced in 45 minutes. To accomplish this feat, there are 15 master technicians, approximately three times the number of qualified mechanics available at most dealerships. The technicians have a combined total of more than 750 years of experience. The service includes a free, five-minute car wash for any Mercedes-Benz owner, whether the car was purchased at Mercedes-Benz of Burlington or not.
While a client’s car is being serviced, free coffee is available at the coffee bar; clients can browse the store for Mercedes-Benz merchandise and related life-style products; or have the nails pampered in the nail salon – guys or gals.
The dealership has an informal owners’ club that meets frequently; participants can get interactive advice and help from each other. And informal seminars are held that feature various models.
There is an Answer Bar where guests can go online and look up information on their particular vehicle, including queries from how to turn the headlights on to learning the advanced safety features of a car.
All of these services are means to develop brand loyalty and enable guests to see Mercedes-Benz of Burlington as a consultative dealership that helps drivers use the new technology.
What makes this dealership different from others, according to General Manager Sean King, is the speed at which things can be accomplished. Among the three Mercedes dealerships Moreno owns, King said there are more than 2,000 cars for guest shoppers to peruse for purchase. And, Mercedes-Benz of Burlington is an AMG center.
The dealership’s building is designed so that new-car delivery is expedited quickly and easily. The special delivery area allows buyers and company representatives to review the car’s features – quickly and in comfort. There are three product concierges who not only deliver the cars, but also explain the technology and teach guests how to use the car’s amenities.
Other building features include LED lighting, which cuts electricity costs. There is radiant heat in the floors throughout, reducing heating costs as well.
Community outreach beyond the dealership is an important component in promoting the Mercedes brand. For example, the dealership has a “Pit Stop” at the Burlington Mall, just around the corner from the dealership. A concierge introduces mall goers to an M-B car, usually a C- or E-Class vehicle, and offers one free ride. There is a technician available to talk about the car.
The Pit Stop’s goal is to engage people regarding the Mercedes-Benz brand and tell them that the dealership is conveniently located nearby. With this outreach, the idea is that people will go from their comfort zone in the mall to the dealership.
The dealership makes its meeting rooms available to sports teams and local groups.
Of course, one of the most important parts of community outreach is connecting with the Mercedes-Benz Club of America. Mercedes-Benz of Burlington sponsored a recent driving event at Thompson Speedway Motorsports Park and will host the welcome reception at MBCA’s November 2015 National Board Meeting.
Mercedes-Benz of Burlington
80 Cambridge Street, Route 3A
Burlington MA 01803
866.227.7890
www.mbob.calls.net
Top: The beautiful new Mercedes-Benz of Burlington dealership seen at night.
Below: Spacious, modern showroom, state-of-the-art service facilities, and enthusiastic staff.
